Position of KlasA brand on the internal food market

POSTAVENÍ ZNAČKY KLASA NA DOMÁCÍM TRHU POTRAVIN

Ladislav Skořepa, Aleš Hes and Jiří Dušek
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Ladislav Skořepa: The College of European and Regional Studies in České Budějovice
Aleš Hes: Czech University of Life Sciences Prague
Jiří Dušek: The College of European and Regional Studies in České Budějovice

Acta Universitatis Bohemiae Meridionalis, 2006, vol. 9, issue 1, 25-33

Abstract: The contribution deals with results of marketing examination results, which relates to Czech product promotion on the buyers' market with the KLASA brand knowledge. The function of this brand is to promote internal, high quality agricultural and food products. The chances of internal food products besides respondents are examined from the viewpoint of feeling danger worldwide animal infection (for example avian influence), food quality and price connection and willingness to buy food products of internal provenance. The KLASA brand should protect Czech consumers against threat of low-quality and dangerous to life agricultural and food products, but after three years of establishing this marketing conception on Department of Agriculture, respondents still do not know this brand, which ought to be the key communicative symbol besides selling food of internal origin. The results still confirm range of critical opinions on deficient activity, focused on KLASA brand promotion on the buyers' market, although KLASA brand promotion has improved since 2005.

Keywords: KLASA brand; Czech food preference; animal infection; avian influence (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:boh:actaub:v:9:y:2006:i:1:p:25-33

DOI: 10.32725/acta.2006.004

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